I totally disagree. Blackberry 10 will be just fine. I didn't fall in love with Blackberry because of the OS name. It will be all about what those phones can do and how well RIM does at marketing. keep the surfboard name out and they are on the right path.

umm how about use roman numerals for 10,15,20,25,30 : Blackberry X ......then just go back to 11, 12, 13, 14 then XV for 15 and XX for 20.....its simple system but still stands out for the larger transformations of the os

This company is ridiculous. Every time I want to believe that RIM is going to turn it around, they do something even dumber. How did NOBODY IN LEGAL CHECK THE NAME BEFOREHAND??? Are they honestly that stupid?

I'm now confident that they will get scooped up in the coming weeks by Google, Apple, or Microsoft in a hostile takeover. At $16/share, it's peanuts to pay in order to eliminate the last competitor with a foothold in the business market.

My opinion is that RIM new that, but, when people know of BBX, everyone will refer to it as BBX and not BB10. Who cares what it's called, it's what people call it that matters. I'll be calling it BBX because A it pisses Basis off and B because it sounds cooler. Anyways, it basically means the same thing, X in Roman numerals is 10.

As someone else stated here, if I can engrave it (aluminum back or whatever) I will!

Apple had to buy the iPhone trademark from Cisco after Cisco sued. For the iPad, Apple bought the trademark from Fujitsu just prior to the iPad launch. Apple did learn to check for existing trademarks... sort of...

"In the lawsuit over the use of the iPad name, the Intermediate People's Court in the southern boomtown of Shenzhen rejected Apple's complaint against Proview Technology (Shenzhen). Proview, it said, lawfully registered the iPad trademark as long ago as 2000 for products in a number of countries including China, the Southern Metropolis Daily newspaper reported, citing court documents."

here here!
BBX it is, good luck suing me, I have more debt than cash :p. When it comes if there is an aluminum battery cover on it I will engrave BBX on it and they will have to pry it from my cold dead fingers.

And this is another example why the current board needs a sweep. BlackBerry 10? Really? That's the best you can come up with to define a platform that will hopefully change the perception of your devices? By still attaching your product name to it? We ALL know it's a BlackBerry! Why do you need to remind us in the branding of the OS? Do you see AppleOS? GoogleOS? No. You see iOS and Android, names that differentiate from their companies, while also letting the consumers know that they are from the company at the same time.

BASIS must be thinking that they are gonna make good money on this by eventually selling the name to RIM, not realizing that RIM is cash strapped.
Wonder what would have happened if BASIC would have waited to sue them until after the launch of BBX!!

YES! I was just coming back to post this. Why is is that they can't just call it BlackBerry X? The BB for the company Basis stands for "Business BASIC eXtended", as quoted from their website. So there's no way as long as they don't use the initials that I see they can be sued. Just spell it as it should be with the 2 capital B's: BlackBerry X. There it is, just ignore the lower case letters.

Call it anything you want. Just make it a kick-A**, top of the line, no holds barred, cut no corners, fully preloaded awesome communications device that easily provides the multi-media types everything they want as well as the security and reliable communication types what we already have.

From what I've seen on the specs of the "London" device, they seem to be on track to meet those objectives.

Boy, that is an UGLY-ASS phone. Now If they go back to having BB iconic style like my 9930; I'll be happy to get a new BB on OS 10. That porche design shit is terrible to look @. London is no exception. A 9930 like Bold and BBX, Magma Hot!!!!!!!!!!!! That's a good codename for it too!(MAGMA)

+1
when apple first came out with a phone and called it iPhone, a lot of people thought the name was weird but now most people think it's cool.
if rim put out phone(s) with superior software/hardware combo, people will start using the name like "all i want for xmas is blackberry ten..."

bbx=bb10 but bbx just had a better ring to it.
bb10 is lame, i agree with martinjdub they should go with qnx or bbQNX.
or bb nxt (as in next)
or bb FTW
Come on RIM hire a real marketing firm and get your heads in the game.

They should change the name to DingleBerry. Oh, wait, that name is already taken! how about DBX?... *sigh*

It is sad to remember just a couple of months ago the Co-CEO of this company announcing the new generation of BlackBerry devices under the BBX name. Now that has been taken away. It was also sad to see the same Co-CEO apologize for a worldwide outage. Now the bashed tablet gets rooted. Twice.

So when is the first Blackberry 10 device coming out? Last i heard was Q3 of 2012 but recently it stated March. I want a new phone (got a year on this contract) but don't want to get a BB7 phone if a BB10 phone is coming out soon.

They can call it whatever they want and I don't care. What I care about is if they actually deliver the products that I want to use. There's been a lot of bad press lately that reveals a management mess but it isn't the end of the road just yet.

Why don't they call it BBx2... As in BBx squared or BBx2 as in BBx to the power of two... As in dual core. BBx2 should be enough to keep the lawyers at bay, plus there is lots of marketing potential. The following generation could be BBx3 etc... What do you think?

Whoa, whoa, whoa. I think people need to calm down and think about this for a minute. I think RIM believes they will eventually win or work out a settlement and get to keep the BBX name. However, with the TPO being made so close to the start of Devcon Asia, they had to come up with a replacement that would be the least confusing for when they are able to use BBX, thus BB10. So, the BBX name is probably not dead yet.

I could care less what the name is although I'd strongly recommend not calling it anything with the "Blackberry" name in it given how tainted the name has become, i,e, to be a blackberry is to be slow, out-of-date, antiquated and archaic. I think they need to distance themselves as much as possible from calling the OS anything to do with Blackberry for people - the average consumer - will simply think that it is yet another obselete Blackberry OS. The name should be completely different so that a complete break can be made whereby consumers go "woah, this is something new".

This is just something else that confirms the idea in people's heads that RIM doesn't know what the hell they're doing. Think about it, this proves

1. they didn't have enough foresight to check to see if the name BBX wasn't already being used
2. they didn't have a good enough legal team to settle the dispute once they got into this mess
3. they didn't have enough creative talent in marketing to come up with a better name than " "BlackBerry 10". I mean come on, we've seen Crackberry nation come up with FAR better names in THE LAST FEW HOURS!!

This doesn't prove all of that. Yes, they should have looked into the name beforehand, and marketing could have worked a little harder, but again, this might just be a stopgap name till they get the suit resolved.

The inability to settle says nothing about RIM's legal team. They could have the best lawyers in the world and it wouldn't help them settle if the OTHER side didn't want to.

Hold the horses. BlackBerry 10 is probably just a stop gap name until this suit is over. The TRO doesn't necessarily have bearing on how the case will ultimately end up. It just prevents "abuses" while the dispute it being settled. RIM could still very much win this suit, or they could settle in a way that gives RIM rights to the BBX name. So depending on how long this suit takes compared to how fast the next generations of phones comes along, BBX might still be able to happen.

I personally could care less what the next gen is going to be called.I will buy it(pinkie promise).Could you please just roll out the devices already?You can waste all the valuable time and resources you deem necessary, naming and renaming it afterwards till the cows come home.

Personally with allnthe bad press lately it may be time to totally rebrand everything. Start with a totally new name for products running th new OS, at least for the US. Japanes car companies did this for upscale lines for the US and it worked great and eventually filtered back even to Japan now. Just like the abondonned the Storm name, it may be time to abandon the Blackberry name.

umm how about use roman numerals for 10,15,20,25,30 : Blackberry X ......then just go back to 11, 12, 13, 14 then XV for 15 and XX for 20.....its simple system but still stands out for the larger transformations of the os

I like Roman numbers best. Blackberry X is cool. RIM should differentiate new phones from the old line up. Blackberry 10 is not enough in my opinion.

As an aside, I really don't get this. I am sure legal knew about it going in, but it sounds like they decided -- and have still decided -- they were going to be combative about this. How does that make any sense? LinkedIn thinks that Basis International is a company of 11-50 employees, and I doubt that they're a heck of a lot bigger than that. How much would it have cost to acquire Basis International and turn yet another bad news story around early? If they really do make cross-platform software, wouldn't there at least have been some kind of fit?

I just did two trademarks recently and had to make some minor changes to avoid infringements. The only thing RIM had to do to avoid infringing on the name was put B.B.X, B-B-X, BB*X, BB-X or B*B*X. Basis would probably have still barked at the name based on the name still being similar to theirs; however, the name would be different and not infringe on their trademark. I would highly doubt that Basis would have spent the money to keep challenging the name against a company the size of RIM. Basis seems to be a small company that probably has little cash to burn or tie up in court.

Ok.So, I agree BBX name was inferring a new,exciting,not to be believed Blackberry experience!! I'm just going to go back to basics in my reason for owning a BB. There is nothing to compare to even the first line Blackberry devices. RIM was introducing and accomplishing what people didn't even know was possible. It took great minds to create the original concept that revolutionized the business world. I, for one, believe companies need to stretch to grow and that makes for some growing pains. RIM has been bruised and knocked down. But there's victory and simply getting up, dusting yourself off and having another go. BB forever...( We need a flag Blackberry nation..ooh better yet a national anthem?? Lol.)

Really, BBX is more catchy. It can grab the ppls attention easily. With BB10 it's a bit plain & dull. Look at iphone 4,the upgraded was 4s. ppl were disappointed cuz they were digging the # 5... BB10 could be a good one too, as long it packs with nice upgrade.

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